Advances in Economics, Business and Management Research, volume 203

Proceedings of the 2021 3rd International Conference on Economic Management and

Cultural Industry (ICEMCI 2021)

Analysis of Short Video Marketing Strategy and

Industry Trend and Suggestions to Uploaders
Ruihao Zhou
Chongqing No.1 International Studies School
3102564526@qq.com

ABSTRACT
With the development of mobile Internet, mobile short video has become one of the main channels for people to
obtain information. Short video marketing as a new marketing means, we can see its development potential in the 5 G
era, but it is undeniable that there are still many loopholes in this industry. Therefore, the author makes a SWOT
analysis of short video marketing to summarizes the development trend of short video marketing. Then, the author
makes a brief strategic analysis from the four dimensions of product, price, place, promotion. Through the analysis,
the author concludes that the business realization model will be standardized. Although the short video marketing
realization is still in its infancy, with the gradual maturity of the industry, the business realization model will be more
standardized, and MCN will also begin to mature.

Keywords: short video, marketing strategy, development, marketing realization.

development prospect of short video marketing industry

1. INTRODUCTION
With the rapid development of the Internet, China
has entered the mobile Internet era from the era of
traditional media, and short video has gradually
penetrated into people's life. Through the combination
of sound and animation, short video greatly improves
the information carrying capacity and visual attraction,
and attracts a large number of users. In the era of mobile
Internet, users can make full use of "fragmented" time to
learn current events and to shop by browsing short
video. In recent years, the short video platform has been
heating up and expanding rapidly, which has attracted a
large number of online celebrities to start short video
marketing. Mobile short video marketing realizes
customized operation and cross platform integration by
means of content implantation, which imperceptibly
stimulates the purchase behavior of potential consumers.
However, in life, we are exposed to a mixed network
environment, and problems such as "false charity" in
short video marketing emerge one after another. Not
only that, in short video marketing, businesses will also
take advantage of people's conformity to induce blind
consumption. How can we make the short video
marketing industry develop better? This paper will take
the short video marketing development as the starting
point, the author will use SWOT analysis to analyze the
and analyze the marketing strategy of short video
marketing from product, price, place, promotion, and
finally put forward several suggestions for uploaders
about how to develop for a long time.
2. SWOT ANALYSIS OF SHORT VIDEO
MARKETING
2.1.Strengths
Short video marketing has a wide range of
consumers
Short video combines sound and animation, which
has a large content load and is easy to attract users'
attention. The duration of less than 5 minutes also fits
the user's reading habit of fragmented time. The
research report shows that users prefer to watch short
video content in fragmented time such as breakfast
commuting, lunch break and after work in the
evening[1]. Coupled with the rapid development of live
broadcasting platforms such as Tik Tok in recent years,
various activities of carrying goods have attracted a
large number of potential paying users.
Short videos are easy to make and spread
In the era of mobile Internet, many users
spontaneously acquire and collect information, and can

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 Advances in Economics, Business and Management Research, volume 203
provide massive video materials for the short video
publisher at the same time. Produces can also learn what
users are interested in. Meanwhile, Publishers encourage
users to share the author's video by drawing prizes from
users who have shared the author's video. The
cooperation between various platforms has also
broadened the way of video sharing. And the increasing
progress of short video production software also
simplifies the difficulty of short video production.
2.2.Weaknesses
Online red video induces consumers' irrational
consumption
According to the 2019 National Research Report on
minors' Internet use, 46.2% of minors often watch short
videos on the Internet [2]. Minors’ mental maturity and
self-control are not strong enough. It is likely that they
consume irrationally under the temptation of online
popular goods due to their psychology of comparison
and conformity. Not only minors, but also adults. The
wrong consumption concept has a great negative impact
on all of users.
The plagiarism of short video content is serious,
burying some excellent talents
According to some uploaders who are not
particularly famous, famous uploaders sometimes copy
new people's works, but the problem can't be solved
because of their influence. This has greatly suppressed
the enthusiasm of the new uploaders and hindered the
progress of the industry to a certain extent. In today's era
of traffic is all, the author believes that this problem
cannot be fundamentally solved, so the author regards it
as a weakness of the industry.
2.3.Opportunities
With the advent of 5g era, people browse video more
efficiently
The transmission speed of 5g network is hundreds of
times faster than 4G’s. That means that people can
watch more short videos at the same time. Clear image
quality and smooth experience can also improve users'
favor of videos and goods. They increase the possibility
of user consumption.
The development of e-commerce has been relatively
mature, providing opportunities for the monetization of
short video marketing
In the first half of 2020, the conversion rate of short
video e-commerce has reached 56%[3]. And now we
can almost find out the part that clearly defines the
meaning of advertising in the videos of the major
uploaders of the major short video websites, and the
bullet screen comments this time are all “next time",
which shows that users are unhappy with such
advertising and express refusal humorously. It can be
seen that advertising in this case does not play much
role. The short video creation on the e-commerce
platform avoids this problem, because the users of the
e-commerce platform come for consumption, and the
short video content marketing and sales attributes
complement each other, making the e-commerce short
video have the inherent advantage of carrying goods.
Therefore, the e-commerce platform is also boosting the
marketing ecology of short video content, making the
goods leap from the graphic era to the short video
era[4].
2.4.Threats
Short video updates quickly, which is difficult to
cultivate customer loyalty
One reason is that there is great competitive pressure
in the short video industry. From the "ice bucket
challenge" to the recent "human high-quality men" short
video, the update speed of online popular short video is
fast. Another reason is that the brands in the short video
industry are messy. No brand or individual is an ever
victorious general. Customers will forget the brand or
individual after buying a product for a period of time,
and how to use advertising to cultivate customer loyalty
will become a challenge of short video marketing
Although short video has a brand-new mode of
carrying goods in terms of profit, short video carrying
goods has more become a vassal of live + carrying
goods, without further development.
The online celebrities who are popular through short
videos are more marketed through live broadcasting,
and short videos have become "accessories", so short
video marketing has not been better developed.
Therefore, how to solve such problems in order to seek
better development has become another challenge for
the short video marketing industry.
Summary of development trend of short video
marketing industry
Attracted by the good prospects of the short video
marketing industry, there will be more short video
uploaders in the future. Some platforms can not manage
many artists themselves, so they will hand over to
regional MCN institutions to sign artists to promote the
maturity of MCN. Short video users will also continue
to increase, but the growth rate will slow down. With
the progress of science and technology, the short video
marketing industry will get better development by
improving the image quality of short video or
consolidating after-sales service to improve the user
experience and tap potential consumer users.
Brief analysis of short video marketing strategy
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 Advances in Economics, Business and Management Research, volume 203
4P marketing theory is summed up as a combination
of four basic strategies, namely product, price,
promotion and place. Because the English prefix of
these four words is p, plus strategy, they are referred to
as "4P's". In view of this paper only makes a brief
analysis of short video marketing, it does not extend to
6p marketing theory (product, price, place, promotion,
public relationship, political power) or even 10p
marketing theory.
Price strategy
In terms of pricing, full consideration should be
given to the cost of making short videos. Further, it can
be considered that the short videos are marketed in the
form of content or in the form of advertising, which can
play different promotion roles: according to the survey
data, most users still obtain more information about
short video products by independently consulting
information after reading advertisements[5]. Therefore,
for short videos in the form of content, the
characteristics of products should be added to impress
consumers; For short videos in the form of advertising,
we should strengthen interaction and innovation and
increase consumers' interest in products. Also consider
the competition and demand of the product.
Product strategy
In terms of product selection, short video marketing
should choose some popular items for marketing, which
can be divided into direct and indirect: "direct selection"
as the literal meaning, and direct sale of some items
such as water cups，"Indirect selection" takes the item
as the theme. Taking panda as an example, it can be a
panda style water cup, etc. In addition, psychological
knowledge should also be used in product packaging,
color, trademark and other aspects to leave a strong
impression on consumers.
Place strategy
In the selection of delivery channels, we should
choose channels with large number of users and easy to
spread, and combined with the characteristics of the
product itself, so as to improve the marketing effect. For
example, in 1967, Six Degrees of Separation was
proposed by Stanley Milgram (1933 ~ 1984), a
professor of psychology at Harvard University, from
which we can deduce the fast propagation speed of
social channels and use social channels such as WeChat
circle of friends for marketing.
Promotion strategy
Sellers should promote sales by means of discount,
cash back, lucky draw and free trial. For example, large
Ae-commerce platforms such as JD Taobao often hold
"11.11" and "6.18" and other large-scale promotion
activities. According to statistics, the sales of "11.11" in
2020 broke the record again, of which Tmall's sales
exceeded 490 billion yuan and JD's sales exceeded 270
billion yuan. It can be seen that the influence of
promotional activities is different.
Suggestions to uploaders
Improve commodity quality: To increase the number
of repeat customers, uploaders need to leave a great
impression of products in hearts of customers and create
a good reputation, which is also conducive to the
dissemination of goods. When purchasing a commodity
or service, consumers will first collect relevant
information, form one or more alternatives for
evaluation, and finally determine an optimal scheme to
implement the purchase behavior. As a marketing
method, mobile short video marketing will affect
consumers' satisfaction with enterprise products or
services and brand awareness, and then affect
consumers' purchase intention[6].
Improve after-sales guarantee: According to the
Peak-End Rule, if the experience is pleasant at the peak
and end of an experience, the feeling of the whole
experience is pleasant. Therefore, for short video
marketing, after-sales guarantee is very important. Even
if the product has some small problems, you can win
back the trust of customers through after-sales service.
Focus on character set: In the era of mobile Internet,
it is much easier to become a net red than before, but the
only way to maintain high popularity is to create
exclusive character set to impress users. Take Lu
Benwei, PDD as examples. Their humorous live
broadcasting style has left a deep impression on the
audience. Even today, people can still find many videos
and memes based on what they said. This is all attribute
to their successful and special character set.
3. CONCLUSION
This paper mainly studies the development trend of
short video marketing through SWOT analysis and
roughly analyze the short video marketing strategy
through 4Ps. Firstly, by searching the literature and
other ways, the author establishes the SWOT analysis
model from strengths, weaknesses, opportunities,
threats, four aspects, and then analyzes various factors
through the idea of systematic analysis, and finally
comes to the conclusion that there will be more short
video uploaders in the future, the maturity of MCN will
speed up, and short video users will also continue to
increase, but the growth rate will slow down. Secondly,
the author makes a rough analysis of the short video
marketing strategy. Combined with the development
trend of the short video marketing industry, the author
puts forward some suggestions for uploaders that to set
up a special, impressive character, increase product
quality and ensure after-sales service. High quality
commodity and good after-sales guarantee would
increase the praise rate of products and enhance the
reputation of sellers. Vivid character set can increase
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 Advances in Economics, Business and Management Research, volume 203

customer source. These benefits will eventually be

reflected in sales.

REFERENCES
[1] iResearch Reports: 2020 China's Information Short
Video Market Insight Report
[2] China Internet Network Information Center：2019
National Research Report on Minors' Internet
Usage
[3] CSM Media Research: 2020 Research Report on
Short Video User Value
[4] Bo Tao: Opportunities for short video content
delivery: consumer decisions are being driven by
fragmented and three-dimensional marketing
content
[5] iResearch Reports: 2020 China's Information Short
Video Market Insight Report
[6] Guo Xiuyun, Zheng Mengfan, Bai Yuetong:
Research on the impact of mobile short video
marketing on consumers' psychology and behavior.
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